The simple truth at the heart of TMH, is that when you have an energy drink you have an energy drink, you become a marginally better version of yourself. This remained the same, but to make a younger want to spend time with us and like us, we needed the campaign to talk to them.

Our solution was V Rapper, with the introduction of the character of Lil’ Pup. ...and Lil’ Big Pup with a V.

By setting our story in an authentic world of hip hop, we moved the campaign forward into our consumers lives via a banging track, booty shakes and plenty of bling.

For the first time, the campaign went beyond TV – and faithful to the hip hop genre - we created a full-length music video and track, extending the campaign narrative in an authentic way.

The 120" video ran in cinema, on music TV stations as well as on digital and social platforms.

Impressions: 789819

View Rate: 22.89%